Creating a bolder brand platform for IWA

Background

The International Water Association (IWA) is a global network made up of thousands of water professionals around the world, spanning the continuum between research, policy and practice. For decades, IWA has played an important role in developing and advocating for sustainable water practices, covering all facets of the water cycle.

The brief

As the world’s demand for water resources continues to increase, IWA’s role becomes increasingly more important. IWA asked UP to help plan a strategy to place the association at the forefront of positive global policy change. In particular, IWA wanted to refresh its brand and identity. It wanted to be seen as a thought leader, while energizing and focusing its member-based organization.

The solution

IWA is perfectly positioned to be a key global source of knowledge, experience and leadership for water solutions in both developed and developing countries. Therefore, strengthening IWA’s brand identity is key to realizing this vision and delivering on its mission. To achieve this, the UP team conducted various deep dive sessions, visited international water events, and conducted interviews with key stakeholders.

UP worked with the IWA leadership and various internal stakeholders to develop a new and bolder platform.  This positions the IWA as the thought leader and driver of change and innovation. We developed a refreshed positioning for IWA, based around the theme of ‘Inspiring Change’. We also created a brand strategy for IWA, which involved refreshing the association’s identity, including the logo.